Trump's harsh reality

Not for the first time something strange is happening in America, and it involves Donald Trump.

On one hand, Mr Trump is the star of a new reality program called The Apprentice, which is rating through the roof. On the other hand, the value of some of Mr Trump's real-life assets is falling through the floor.

Mr Trump's TV program involves young people competing for a $US250,000 ($A326,000) "dream job of a lifetime" with one of Mr Trump's companies. He struts through every episode in floor-length cashmere coats, giving advice on how to get rich.

In reality (as opposed to reality TV), Mr Trump is struggling to retain control of his hotel and casino empire, which is burdened by huge debt and which has never made a profit.

On TV, Mr Trump seems to relish looking at the week's poorest-performing contestant and saying: "You're fired." In real life, Mr Trump may soon be sacked - or at least replaced - as CEO of his casino business - ironic, because he is trying to trademark the phrase "You're fired."

The Apprentice is replete with references to Mr Trump's wealth: contestants have been invited to fly in his helicopter, and they stay in ostentatious suites at Mr Trump's casino in Atlantic City. But the reality behind the reality program is less impressive.

Shares in Trump Hotels and Casino Resorts have fallen more than 80 per cent in the past eight years, down from a $US34 high in 1996, to around $US2.20 this week.

The company has never posted a profit, and lost more than $US80 million in 2003. It owes about $US2 billion.

Mr Trump is the company's chairman, CEO and majority stockholder and one of its chief beneficiaries.

Somehow, Mr Trump's real-life problems have not affected the success of the program which ends next week. NBC is already planning a sequel.